Boral Building Products Success Story

Leveraging Owned Content to Appeal to Diverse Audiences

Challenge

With 11 exterior brands under its umbrella, Boral Building Products was seeking new ways to reach its diverse customer base of two-step distributors, pro dealers, builders and remodelers, and homeowners with products news and information without overwhelming them with unnecessary content or too much promotion.

Opportunity

True Digital Communication developed a content plan designed to balance most of Boral Building Products’ brands while appealing to its vastly different customer bases. Using a central blog and individual brand blogs as the content platforms, True crafted a schedule of up to four articles each month with coverage across or related to its high-profile brands. Leveraging educational-style content, including trends, projects, sales strategies, industry news, and production solutions, positions the manufacturer as a resource while still delivering product tie-ins and clear calls to action.

Approach

Traffic to the blog is supplemented by a series of monthly newsletters with content and company news curated specifically for each distinct customer segment. This approach ensures timely delivery of information in a manner most efficient to the customer along with a steady drumbeat of traffic back to the website.

The Results:

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The Results:

In 2022, Boral Building Products’ two-step, dealer, pro, and homeowner newsletters have achieved average open rates and click through rates well above industry norms.
55.6%
Open Rate
9.2%
Click-Through Rate
Capabilities Utilized:
Content Development
Content Strategy
Content Marketing

Challenge

Opportunity

Approach

The Results:

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Capabilities Utilized:
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